Results of confirmatory factor analysis
| Constructs | Items | FL | α | CR | AVE |
|---|---|---|---|---|---|
| Enjoyability | 0.769 | 0.896 | 0.812 | ||
| I find (SMI’s name) funny | 0.912 | ||||
| I find (SMI’s name) hilarious | 0.891 | ||||
| Informative Content | 0.757 | 0.891 | 0.804 | ||
| I look at (SMI’s name)’s posts and messages because I find them informative | 0.914 | ||||
| I find (SMI’s name)’s social media contents informative | 0.878 | ||||
| Inspiration | 0.706 | 0.835 | 0.629 | ||
| (SMI’s name) intrigues me with new ideas | 0.812 | ||||
| (SMI’s name) broadens my horizons | 0.748 | ||||
| (SMI’s name) inspires me to discover something new | 0.817 | ||||
| Interactive Content | 0.936 | 0.952 | 0.798 | ||
| I feel that (SMI’s name) would talk back to me if I send a private message | 0.911 | ||||
| I feel that (SMI’s name) would talk back to me if I post a comment | 0.893 | ||||
| I feel that (SMI’s name) would respond to me quickly and efficiently if I send a private message | 0.918 | ||||
| I feel that (SMI’s name) would respond to me quickly and efficiently if I post a comment | 0.888 | ||||
| I feel that (SMI’s name) would allow me to communicate directly with him/her | 0.854 | ||||
| Purchase Intention | 0.791 | 0.878 | 0.705 | ||
| In the future, I will likely try one of the same products that (SMI’s name) endorsed or posted | 0.843 | ||||
| In the future, I will likely try one of the same services (e.g. travel or beauty services) that (SMI’s name) endorsed or posted | 0.840 | ||||
| In the future, I will likely try one of the same brands that (SMI’s name) endorsed or posted | 0.836 | ||||
| Recommendation Intention | 0.734 | 0.850 | 0.653 | ||
| I will recommend others to buy products from (SMI’s name) | 0.833 | ||||
| I will say positive things about (SMI’s name) to others | 0.778 | ||||
| I will encourage friends and relatives to buy products from (SMI’s name) | 0.813 | ||||
| Relationship Quality | |||||
| Commitment | 0.813 | 0.889 | 0.727 | ||
| I feel committed to continuing a relationship with (SMI’s name) as a follower | 0.842 | ||||
| I feel loyal to (SMI’s name) | 0.860 | ||||
| I would like to maintain a long-term relationship with (SMI’s name) | 0.857 | ||||
| Satisfaction | 0.771 | 0.868 | 0.686 | ||
| As a regular follower, I have a high-quality relationship with (SMI’s name) | 0.847 | ||||
| I am happy with the efforts (SMI’s name) is making toward regular followers like me | 0.841 | ||||
| I am satisfied with the relationship I have with (SMI’s name) | 0.796 | ||||
| Trust | 0.763 | 0.864 | 0.679 | ||
| (SMI’s name) gives me a feeling of trust | 0.846 | ||||
| I have trust in (SMI’s name) | 0.836 | ||||
| (SMI’s name) gives me a trustworthy impression | 0.789 | ||||
| Swift Guanxi | 0.870 | 0.920 | 0.793 | ||
| (SMI’s name) and I can understand each other | 0.891 | ||||
| (SMI’s name) and I treat each other as we treat our friends | 0.895 | ||||
| (SMI’s name) and I have harmonious relationships | 0.886 | ||||
| Similarity | 0.836 | 0.901 | 0.752 | ||
| I find (SMI’s name) to be quite a bit like me | 0.844 | ||||
| I find (SMI’s name) to have similar tastes and preferences as me | 0.875 | ||||
| I find (SMI’s name) to have a lot in common with me | 0.883 | ||||
| Visually Attractive | 0.711 | 0.839 | 0.634 | ||
| I find the content of (SMI’s name)’s posts good-looking | 0.813 | ||||
| I find the content of (SMI’s name)’s posts attractive | 0.807 | ||||
| I find the content of (SMI’s name)’s posts visually appealing | 0.768 |
| Constructs | Items | FL | α | CR | AVE |
|---|---|---|---|---|---|
| 0.769 | 0.896 | 0.812 | |||
| I find (SMI’s name) funny | 0.912 | ||||
| I find (SMI’s name) hilarious | 0.891 | ||||
| 0.757 | 0.891 | 0.804 | |||
| I look at (SMI’s name)’s posts and messages because I find them informative | 0.914 | ||||
| I find (SMI’s name)’s social media contents informative | 0.878 | ||||
| 0.706 | 0.835 | 0.629 | |||
| (SMI’s name) intrigues me with new ideas | 0.812 | ||||
| (SMI’s name) broadens my horizons | 0.748 | ||||
| (SMI’s name) inspires me to discover something new | 0.817 | ||||
| 0.936 | 0.952 | 0.798 | |||
| I feel that (SMI’s name) would talk back to me if I send a private message | 0.911 | ||||
| I feel that (SMI’s name) would talk back to me if I post a comment | 0.893 | ||||
| I feel that (SMI’s name) would respond to me quickly and efficiently if I send a private message | 0.918 | ||||
| I feel that (SMI’s name) would respond to me quickly and efficiently if I post a comment | 0.888 | ||||
| I feel that (SMI’s name) would allow me to communicate directly with him/her | 0.854 | ||||
| 0.791 | 0.878 | 0.705 | |||
| In the future, I will likely try one of the same products that (SMI’s name) endorsed or posted | 0.843 | ||||
| In the future, I will likely try one of the same services (e.g. travel or beauty services) that (SMI’s name) endorsed or posted | 0.840 | ||||
| In the future, I will likely try one of the same brands that (SMI’s name) endorsed or posted | 0.836 | ||||
| 0.734 | 0.850 | 0.653 | |||
| I will recommend others to buy products from (SMI’s name) | 0.833 | ||||
| I will say positive things about (SMI’s name) to others | 0.778 | ||||
| I will encourage friends and relatives to buy products from (SMI’s name) | 0.813 | ||||
| Relationship Quality | |||||
| Commitment | 0.813 | 0.889 | 0.727 | ||
| I feel committed to continuing a relationship with (SMI’s name) as a follower | 0.842 | ||||
| I feel loyal to (SMI’s name) | 0.860 | ||||
| I would like to maintain a long-term relationship with (SMI’s name) | 0.857 | ||||
| Satisfaction | 0.771 | 0.868 | 0.686 | ||
| As a regular follower, I have a high-quality relationship with (SMI’s name) | 0.847 | ||||
| I am happy with the efforts (SMI’s name) is making toward regular followers like me | 0.841 | ||||
| I am satisfied with the relationship I have with (SMI’s name) | 0.796 | ||||
| Trust | 0.763 | 0.864 | 0.679 | ||
| (SMI’s name) gives me a feeling of trust | 0.846 | ||||
| I have trust in (SMI’s name) | 0.836 | ||||
| (SMI’s name) gives me a trustworthy impression | 0.789 | ||||
| 0.870 | 0.920 | 0.793 | |||
| (SMI’s name) and I can understand each other | 0.891 | ||||
| (SMI’s name) and I treat each other as we treat our friends | 0.895 | ||||
| (SMI’s name) and I have harmonious relationships | 0.886 | ||||
| 0.836 | 0.901 | 0.752 | |||
| I find (SMI’s name) to be quite a bit like me | 0.844 | ||||
| I find (SMI’s name) to have similar tastes and preferences as me | 0.875 | ||||
| I find (SMI’s name) to have a lot in common with me | 0.883 | ||||
| 0.711 | 0.839 | 0.634 | |||
| I find the content of (SMI’s name)’s posts good-looking | 0.813 | ||||
| I find the content of (SMI’s name)’s posts attractive | 0.807 | ||||
| I find the content of (SMI’s name)’s posts visually appealing | 0.768 |
Note(s): FL (Factor loadings), α (Cronbach’s alpha), CR (Composite reliability), AVE (Average variance extracted)
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